Richard Robbins Founder of Upper West Strategies likes to describe social media as one large cocktail party. He states that you would never walk into a room full of people, clink a fork to a glass and yell “Hi, I’m from Acme Corp and I’m here to tell you about my latest product.” Yet many marketing exec still use that approach in social media.
Sunday night’s Super Bowl, the ultimate worldwide cocktail party was a prime example. Companies spent millions of dollars on ads that were outshined by marketers who were nimble enough to quickly jump into the social media conversation. A perfect example of a brand that was nimble was Oreo who tweeted “You can still dunk in the dark” after the lights went out. The ad became a viral hit, retweeted more than 15,000 times in the first 14 hours.
The ad was a “brilliant use of the medium,” said Bob Dorfman, a creative director at Baker Street Advertising in San Francisco who assesses the marketability of sports stars. He called it, a “textbook example of how Twitter can be used in real time to tailor a product message.”
Oreo’s success means more advertisers will be paying attention to social media during live events. Now lets see what happens during the Academy Awards.